With all the noise the real estate market creates for its potential clients, it’s hard to stand out. Regardless of whether people are in the market for a home or not, they’re constantly bombarded with flyers, postcards, billboards, or online advertisements from agents that desperately want their business. So, how can you stand out amongst the crowd?
The memorable gift
Because our ears and eyes are constantly subjected to the bright lights and catchy jingles of the advertising industry, our brains have been trained to block out the excess. Consumers have become more accustomed to valuing relationships and proven expertise over the guy that spent the most on their ad campaign. And this means as real estate agents, you must change your way of thinking and acting to really stand out.
Potential clients are drawn to their existing relationships, random acts of kindness and the ways in which professionals have proven their expertise. For that reason, real estate agents should identify ways to become closer to their target audience through memorable acts of kindness and value, which could include small gifts.
Ways to add value
An important aspect of any client gift is its ability to add value for the receiver. Anyone can pass out stress balls or keychains, but how does that help your potential client? And how top-of-mind will you remain when that item ends up in the trash a week later? It’s all about remaining memorable and building a closer relationship with a prospect.
Informative content from an expert – If a potential client is lacking quality, reliable information in one area you might be surprised the kind of a value good content can bring them. Whether it’s how to get the best interest rate for their mortgage, the highest rated schools in the area, or maybe just the hottest new restaurants for date night, people considering purchasing a home or moving to an unfamiliar area will feel as if they can lean on you for advice. Then they will quickly begin to see you as an expert in all things real estate, or their new area. And sometimes people just want a friend they can depend on.
Something to make them smile – Sometimes a gift isn’t something physical, but a feeling you give to your past or potential clients. If you’re short on words and don’t feel like sharing any particularly valuable content, just give them something that will make them smile or laugh . Send them a silly meme, a funny interaction you had at one of your showings, or heartwarming story about someone you were able to help that really deserved it. It’s amazing what a little giggle can do to make you memorable in the minds of your prospects and customers.
The gift that keeps on giving – Since the sole purpose of giving gifts to your clients is to make them remember you fondly, you want that gift to be something that will be useful for them time and time again. Think of a gift they will use more than once. For instance, a reusable grocery bag will make a potential client think of you on their weekly trips to the supermarket. A gift of a branded Tervis cup will put you in a previous customer’s mind each time they’re sitting by the pool with a glass of iced tea. Don’t spend money on a gift that you know will just end up in the trash, along with the client’s memory of you!
Types of gifts that keep on giving
There are a few things you might want to keep in mind when it comes to gift giving. As we mentioned, the most important element of your gift is that it’s memorable for your potential clients. Ultimately the goal here is that potential clients will think of you when they, or their friends and family, have real estate needs. But what else should you be careful to consider with client gift giving?
Maintain a budget – When you’re running a business expenses can be high and you don’t want to spend all that hard-earned commission on gifts to bring on new clients. Keeping gifts to a reasonable $5-10 allows for a sufficient gift while not breaking the bank. Even if you have a larger budget you’d be better off giving smaller gifts over time to keep up that memorability factor.
Give a gift that lasts – While bath bombs, flowers, candy or holiday items might be well received, they are lacking in lasting value for your client. You don’t want to be forgotten as soon as those daisies wilt, do you? Opt for items that will last a long time so even years down the road when your client is grocery shopping with your reusable bag and runs into that old friend that wants to sell their house, your referral will be the first thing out of their mouth.
Don’t forget your brand – It’s likely you already know how important branding is to your business, so don’t forget about that brand when selecting your client gifts. A logo or phone number will go a long way for triggering those good memories in the mind of your clients as opposed to, “now where the heck did I get this?”
It’s the thought that counts – Sometimes it’s just the gesture that will make you memorable. For instance, you could send a text over the Thanksgiving season offering the free delivery of a pumpkin pie – by you! For the people that take you up on the offer, that’s a small price to pay for face time. And for those that don’t, they’ll remember the kind gesture!
Sometimes the concept of gift giving is a sticky subject. Should you “buy your client’s love” through gifts? Purchasing tokens of your affection for clients, if done properly, is about more than buttering them up – it’s about providing long-term value and building relationships. After all, we give gifts out of the kindness of our hearts to our closest friends, don’t we? So why should your clients be any different?
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